What Is Content Intelligence?


The best way businesses collect data is changing. But data is important to great content strategy. That is why content intelligence is coming into the conversation.

2022 HubSpot research says that over a 3rd of marketers imagine that data has a significant impact on strategy by helping them:

  • Reach their target market
  • Create more powerful marketing content
  • Understand which marketing strategies are only

But access to data is changing rapidly attributable to privacy concerns, technology changes, and more. Because of this businesses need to search out recent ways to gather and analyze data for marketing strategy.

Keep reading to find what content intelligence is, why it’s useful, and make it give you the results you want. Keep scrolling to learn more, or click a link below to leap to a subject:

It’s essentially a GPS that leads you to a high-quality content strategy that drives leads, conversions, and revenue.

You don’t need to guess what shall be of interest to your audience because the information shows you what performs well along with your audience based on market and competitor evaluation.

Why is content intelligence necessary?

Content intelligence graphic: Why it’s important

Many marketers use content marketing to speak with their audiences and draw them in. Content marketing like blogs, webinars, social media, and online courses offer businesses a likelihood to attach.

Each bit of content is a chance to draw, engage, and delight customers.

Content intelligence graphic: HubSpot flywheel about the value of content marketing

Content intelligence helps them accomplish this effectively. Other advantages include:

  • Generating a deep understanding of your target market and the variety of content they enjoy based on competitor data and evaluation.
  • Reducing the guesswork of content creation since the AI analyzes content for style, tone of voice, and other necessary metrics.
  • Centering content in your users and what they enjoy with data from market research.
  • Gaining insight into various content types and create them, like video content intelligence that lets you already know actions inside videos that drive results.
  • Ability to predict the effectiveness of your content based on the historical performance of your competitors.
  • Generating authority in your area of interest through high-quality, informative content helps you get more visitors, increase conversion rates, and gain visibility in search results.

The best way to Select the Right Content Intelligence Platform

1. Determine what problems you would like the platform to resolve.

While content intelligence tools can do a few of your content creation for you, these tools excel in content strategy.

This AI will use your data and organize it to search out connections, trends, and patterns. This may enable you pinpoint challenges, add to your data evaluation, and ramp up your learning quickly.

You should utilize these specific recommendations to enhance your content in your customers.

In the event you’re enthusiastic about content intelligence, chances are high that your content needs work. To determine if these tools may help, attempt to define your challenges in as much detail as possible.

In the event you’re having a tricky time getting began, start with a selected problem and work backward. Trace each step you took toward this disappointing result. Then, write out your ideas for potential solutions.

2. Get to know your content intelligence platform options.

In keeping with Statista research, only 5% of promoting professionals use artificial intelligence and machine learning. Data-driven insights from website analytics and search engine marketing tools are popular standards.

But marketing leaders may not know anyone who’s working with content intelligence yet.

That makes research into different content intelligence platforms essential. Start with each AI tool and its features. Some will include content management tools, while others will offer content creation tools. Content intelligence platforms might:

  • Create automated content with natural language generation (NLG)
  • Find related or relevant content using natural language understanding (NLU)
  • Use big data for content evaluation
  • Offer wording suggestions
  • Automate content creation and promotion
  • Integrate with other tools for content management

A platform with too many tools could overwhelm your team and resources. So, you will need to check your ideal list of features with what each unique platform offers.

It is also a great idea to have a look at your tech stack to see if any of your current content marketing tools include the features you are in search of.

For instance, HubSpot’s content assistant tool automates the content creation process by utilizing Open AI’s GPT model to generate blog ideas, outlines, and paragraphs.

It will possibly also draft prospecting emails and marketing emails. Moreover, the content assistant can integrate with other HubSpot products.

It will possibly be helpful to usher in other team members during this step. A unique perspective can enable you narrow the scope of your search.

Featured tool: Digital transformation templates

Content intelligence tools: Digital transformation template from HubSpot

3. Learn how each platform handles data.

As you complete your research, take a careful have a look at how each platform collects, uses, and stores data.

Because this tool’s effectiveness comes from data, it is important that the way in which each platform handles data is according to your online business policies and customer expectations.

For instance, data ownership and privacy are top of mind for many customers. 86% of respondents in a 2021 Cisco survey say that they care about data privacy and 79% consider privacy an element when making a purchase order.

It is also necessary to take into consideration what kinds of data you will need to make this resource effective for your online business. What if the required data preparation is just too much in your team to finish consistently?

Most AI tools use many alternative information sources to supply predictions. A break in the information pipeline can skew the information your content intelligence tool uses to supply insights.

4. Determine which features your team could use.

It takes time for a business to create a content strategy, execute it, and construct processes around content marketing. So, any AI tool for content needs to simply fit into your current strategy and workflow.

As you cut down your content intelligence selections, watch out to not get too excited or overwhelmed by extra features you do not need. Attempt to deal with a primary point of value to weigh each feature.

As you prioritize, don’t just deal with how your employees will use the product. It is also a great idea to ask questions like:

  • How can this tool help our team meet customer expectations?
  • Can this tool impact business objectives?
  • Are there stakeholder ideas that we are able to implement with this tool?

Each time possible, take into consideration how this tool can improve your content marketing.

5. Align platform selections with future goals.

One in all the explanations to make use of machine learning in content is scalability. Chances are you’ll not wish to automate processes or create AI content now. But you furthermore mght don’t understand how content marketing might change in the following three to 5 years.

In keeping with recent HubSpot research, 78% of marketers say that their industry has modified more within the last three years than it did within the preceding 50 years.

As search engines like google and other digital channels evolve, business content needs to alter in response. This makes future goals a key a part of your decision-making process.

For instance, many vendors who offer content intelligence tools also offer other tools. In the event you can, research these tools at the identical time you select a content intelligence platform. This offers you a foundation for future tech stack planning.

Testing content intelligence may be difficult because this tool is most useful for content strategy. In the event you’ve created a technique before, you already know it may take months to execute, publish, and analyze.

So, you will need to do as much research as you may before you get to the following step.

6. Create a plan to place your content intelligence platform in place.

Before you commit to a content intelligence platform, it’s a great idea to create a plan for installation, training, and usage. Any tool that provides such a big selection of insights may be tough to administer.

But a plan can enable you ensure that the team will get the utmost value from this investment. As you create this plan, determine and judge:

  • Which features offer essentially the most value
  • Which features will need more training than others
  • Platform capabilities which are more trouble than they’re value

This planning process may not feel vital, but it may enable you prove potential platform ROI.

And that is not all.

A super content marketing strategy will connect with the appropriate audience, support sales and repair teams, and improve the standard and efficiency of your content team.

Content intelligence can support those goals and more should you’ve taken the time to arrange.

7. Test the platform.

Once you have narrowed your content intelligence selections down, it is time to check out your software picks. There are just a few things to remember whenever you’re testing AI software.

First, ensure that the software meets your expectations. Check that every one the features you expected are present and work properly.

In the event you’re unsure use one in every of those features, make sure the documentation or support team can quickly answer your questions.

Next, use your workflow to check out your recent content intelligence tool. Take notes as you research recent content topics, measure content performance, or update your content strategy.

This may enable you discover if there are any bugs or flaws within the tool.

While no tool is ideal, you must ensure that the additional value you are getting is greater than the additional work you may tackle if something goes unsuitable.

For instance, what should you’re not finding precious resources on the topics that matter to your online business? If this tool cannot find the area of interest content ideas you would like, it might not be the appropriate fit.

AI is complex, so you might must troubleshoot before making a final decision.

Content Intelligence Tools

While it’s possible to conduct content intelligence on your individual, the software can automate the method and generate results quickly. Let’s go over some high-quality tools you should utilize in your approach.

1. BuzzSumo

BuzzSumo uses a technique of research and discovery to realize insights in regards to the content created by your market and industry competitors to enable you understand what performs best along with your audience.

The tool analyzes quite a lot of social media feeds and web content to provide you viral trends to leverage, business-related content you need to consider covering, and goal keywords to make use of whenever you begin creating.

Content intelligence tools: BuzzSumo

Pro tip: Use this tool’s advanced search features to get essentially the most from their popular Content Analyzer.

2. Contently

Contently uses StoryBook™, its proprietary technology, to research and predict the content that can significantly impact your online business.

This data will enable you create a content strategy that aligns along with your audience’s interest — search engine marketing, voice, and tone, and your brand guidelines are all considered in every suggestion.

Then, whenever you create your content, you’ll get analytics to point out what performs and drives ROI to focus your efforts further.

Content intelligence platform example: Contently

Pro tip: Use Contently’s performance analytics to measure audience engagement and compare with benchmarks in your industry.

3. Curata

Curata’s self-learning engine helps you discover the best-performing content, understand why audiences prefer it, and the way you may create top-performing content.

You’ll also get search engine marketing help to curate and share your content in essentially the most relevant channels.

Content intelligence tools: Curata

Pro tip: Try Curata’s content curation software to search out and share content relevant to your target market.

4. Crayon

Crayon’s software provides competitive intelligence to enable you use actionable insights to create a high-quality content strategy.

You’ll understand what works in your competitors, from social channels to review sites, and discover key messaging that performs best which you could adapt to your content strategy.

Content intelligence platform example: Crayon

Pro tip: Content intelligence may also be a helpful tool for competitive analysis.

Content Intelligence Can Help You Scale Your Content Strategy

The content strategy you select will depend on your online business needs. But you may improve your content, strategy, and fame using content intelligence tools. Pick the appropriate software for you, and begin growing your influence.

This post was originally published in October 2021 and has been updated for comprehensiveness.


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